The right messaging today will help build value for a future company sale
Ask yourself this question, are my internal and external salespeople delivering a consistent and effective message to our current and target customers?
It’s very common in private companies to have salespeople that have developed their own messaging that they are delivering to existing and potential customers. But this messaging may not align with what ownership wants, marketing is trying to deliver or that the customers are finding effective. This concept sounds basic but we often find this disconnect in businesses.
Your company position in the market in the eyes of your customers (existing and new) is a result of the message your team is delivering. This message includes what the company does, how it’s unique and what value a customer can expect to derive from working with your team. When done right, your messaging can enable profitable sales and this in turn can enable building the value, or net worth, of your company. But a message that is inconsistent or ineffective in your marketplace can do the opposite to your company net worth. And when the day comes that an acquirer arrives to consider purchasing your business, during their due diligence, they could uncover ineffective market messaging from your team and view this as an inhibitor to future growth and this could impact their offer.
Try a simple exercise. Sit over a cup of coffee with each of your sales and marketing team individually or better yet make sales calls with them. Listen to the sales pitch being delivered and listen to see if the message is consistent from salesperson to salesperson, is the message aligned with what you want being conveyed and is the message still effective in today’s marketplace.
Don’t assume your sales and marketing team messaging is consistent and effective in their daily interactions with customers. Confirm or improve this area of your business and have your business on its way to building more scalable and consistent sales growth and building the enterprise value of your company.
